ALISON RALPH
Head of New Business Training & Development at Future Factory
KABILLIAN NAVARATNARASA
Head of New Business at Uncommon Creative Studio
GILL HUBER
Managing Director of Ingenuity+
Get Clear on the Brief
Before diving into a pitch, get crystal clear on the brief and what it’s truly asking for. It sounds obvious, but you’ll be surprised how many agencies miss the mark.
Understanding what the brand is truly asking for will help guide your whole approach. Every CMO is looking for creativity to solve their biggest challenges. So, make sure you’re clear on the core problem and develop a creative solution that directly addresses it. Your proposal should always tie back to their business needs and objectives.
Gill explained, “I like to think of it as a thread of steel. Use your creativity to develop the solution and constantly weave that thread back to how you can solve their brand challenge. Go in with fewer ideas and really nail down your thinking so that it’s tailored to their challenge, and not a broad shopping list of suggestions.” Less is more when you’re focused on solving a specific challenge, so cut out the fluff and narrow your focus.
But remember, it’s not just about crafting the perfect solution—it’s about bringing energy and enthusiasm to your pitch. Get the client just as excited about your idea as you are!
The passion you bring will stay with them far longer than anything you say. Sure, they might forget the details of your proposal, but they won’t forget how you made them feel. That energy will not only align you with them but also inspire their confidence in your ability to deliver.
What Does a Pitch Mean to a Brand?
Agencies and brands don’t always see eye-to-eye on what a “pitch” really is. In the most recent Ingenuity+ Report, released earlier this year, 500 CMOs were asked about their perception of a pitch. 82% of agencies considered a pitch to be a full-service, end-to-end process (requiring substantial time and resources), while only 25% of brands share that view.
In fact, 75% of brands believe that a pitch can be as simple as a series of short 20-minute chemistry meetings, a short presentation or even just a brief list of agency recommendations.
Gill highlighted the discrepancy, “it suggests that agencies aren’t thinking in the same way as brands. That’s why from the first email to the chemistry meeting, all the way up to that presentation, you need to give it your all, because to a brand, it’s all considered part of the pitch.” Every interaction—no matter how brief—is a chance to make an impression, so make sure you’re delivering value at every stage.
You Never Really Lose a Pitch
In a market with over 35,000 agencies in the UK alone, the competition is fierce. But here’s the thing: just because you didn’t win one pitch, doesn’t mean you’ve lost the battle.
You may not win every pitch, but getting face-to-face with CMOs and presenting your ideas is still a major opportunity to open doors for future collaborations. Sometimes, even if the immediate outcome isn’t a win, the connections you make today can lead to bigger and better opportunities down the road.
As Gill puts it, “CMO’s won’t stay at a company forever, they will move on to somewhere else and another opportunity to work with them will arise at some point. Stay up to date with what they’re doing and stay in touch with them. They’re much more likely to take a meeting with you again if you’ve already met them.” Keep that door open, because you never know when the timing will be right for a new project or opportunity.
Even after the pitch is over, don’t let the relationship fade. Stay connected with the CMO or Marketing Director, but don’t just keep asking for new briefs. Add value and keep them engaged. It’s easy to fall into the trap of being overly eager, but remember, the brand needs you just as much as you need them.
As Kabillan shared, “is there an event that you can invite them along to that would be of interest to them? Has your agency got some exciting research that would be relevant to their industry? Is there a side project you could support with?
These are all ways you can build that relationship and rapport with them, so you’re front of mind when the next opportunity comes along. Do this at every touch point, from that first email all the way to post-pitch.” Stay proactive and strategic in nurturing the relationship—and when the next brief lands, you’ll be the first agency they think of.
By staying clear on the brief, aligning your pitch with the brand’s needs, and fostering ongoing relationships, your agency will not only ace the pitch but also create lasting connections that pay off in the long run.
ARE YOU READY TO POWER UP YOUR NEW BUSINESS STRATEGY FOR 2025?
If you’re looking at how you can implement these techniques into your new business strategy for 2025, or are interested in how our lead generation services and training can support your agency’s growth, email: sam.wheatman@thefuturefactory.co.uk and let’s chat.
